Once Upon a Time: The Complete First Season has dropped to $29.99 on Amazon this week. If you preordered, you should receive a refund if you paid more than that.
Also, there is a way to save more on it through a special deal on ABC TV DVD sets.
Save $10 on Hot New ABC TV Titles
Order two eligible ABC television titles like Once Upon A Time: The Complete First Season 5-Disc DVD or Castle: The Complete Fourth Season 5-Disc DVD to save $10 on your total purchase. Offer ends September 30, 2012.
There are several DVD sets to choose from--my personal pick would be Castle, of course, since there have been a couple of fairy tale inspired episodes from them over the years.